Real-Time Book Presentation
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Real-Time Book Presentation



A presentation on David Meerman Scott's book "Real-Time Marketing & PR".

A presentation on David Meerman Scott's book "Real-Time Marketing & PR".



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Real-Time Book Presentation Presentation Transcript

  • 1. Real Time Report By: Lindsay Short
  • 2. Real Time means:
    • news breaks over minutes,
      • not days.
    • ideas percolate, then suddenly
      • and unpredictably go viral to a global audience.
    • when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace.
    • when businesses see an opportunity and are the first to act on it.
  • 3. This Book Will Teach How To:
    • Develop a business culture that
    • encourages speed over sloth
    • Read buying signals as people interact with your online information
    • Engage with reporters to shape stories as they are being written
    • Command premium prices by delivering products at speed
    • Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers
    • Crowdsource product development, naming, and even marketing materials such as online videos
  • 4.
    • Awareness of information, as it happens in real time can give you and enormous competitive advantage, if you know how to use it. (Meerman learned in Wall Street in 1980s)
  • 5.
  • 6. Financial Transformation
    • With that revolutionary shift, a new currency of success emerged with the ability to:
      • Gather
      • Interpret
      • React
    to new information in fractions of a second ..aka Real Time! <
  • 7. Grow Your Business the Real Time Way
    • Most organizations operate slowly and deliberately, cementing decisions months in advance.
    • Speed and agility
    • trumps size.
  • 8. David & Goliath
    • Musician Dave Carroll and band flew United Airlines from a gig in Halifax to a gig in Omaha.
    • United broke their guitars during travel and refused to do anything about it.
    • He
    threatened to post a song about their disservice to YouTube and received a ton of press because of it.
  • 9. The Real Time Law of Distribution
    • Dave and United is about speed and media relations.
    • Dave was ready and able to speak to the media in
    real time; therefore, the song and the band grew in the spotlight.
  • 10. Real Time Market Engagement
    • Taylor Guitars – built goodwill among customers by posting their own YouTube video advising traveling musicians how to pack equipment and how to use airline rules the best advantage.
    • Calton Cases – created a
    • new product called “The
    • Dave Carroll Traveler’s
    • Edition Guitar Case”
  • 11. And…United Airlines
    • Still made no response!
    • Two aspects have been overlooked:
      • The reasons why Dave’s video gained so much momentum
      • The way agile players on the periphery were able to surf that momentum
  • 12. Real Time Suggestions
    • Speed
    • Networking
    • Engage
    • Crowdsource